I adore moodboards for research and inspiration. Moodboards are both research and artforms in themselves and create a visual emotion like nothing else can. Another highly favored method of research I use are mindmaps (please see my blog for more on my research methodologies). Boards 1 & 2 set the mood for a museum rebranding project, boards 3-6 for an awareness project/research paper employing street art to help illustrate the cooptation of youth countercultures, and boards 7-8 support research for a homeless youth project. Notice the technical writing differentiation illustrating the variations in research methodologies in relation to audience and context.
Moodboards 1 & 2 Audience: Highly sophisticated, educated and has more disposable income than the average citizen. They are most likely to be adults ranging from mid-thirties and beyond. Most hold advanced degrees with employment positions of Corporate Executives and Professionals. They tend to lean towards liberal thought when it comes to politics and are open minded in all areas of artistic interpretation. They enjoy the appreciation of art and stimulation of the intellect. They also enjoy the status of membership, sponsorship, involvement and the recognition that comes with it.
Moodboard 1 Includes all facets of design and holds strong artistic connotations; sculpture, fashion, mechanics, furniture design photography line drawing, typography and abstract art without leaning toward any one style or period.
This voice lends itself to an open interpretation creativity and the opportunity to express typographical innovation. The typographical undertones in this moodboard embrace shape, closure, and line, the three themes that I will be exploring in more depth. The color palette is simple, yet strong enough to embrace all periods of art history and all styles of design. It’s clean without leaning toward any one gender or age group. I believe the simplicity of the color palette along with the boldness of typography will stand out and fully support the new identity of the brand and be understood by the audience.
Moodboard 2 Although the second moodboard is fresh and young, it lends itself to a contemporary design and period. Some of exciting points in the voice of this board are the vibrant and Avant Garde style it is embracing.
I think that this voice is too strong for one style as the brief asks that the new identity “convey the breadth of design contained within the brand without relying on any one style to communicate this.” The color palette is exhilarating although a bit retro and leans towards the female population which would be okay but from the study on demographics, the audience is 55% female, and since it’s an almost even split, I believe the color palette and typo-graphical design should both reflect this.
Moodboard 3: Tone of Voice – Current, trendy with a multi-cultural vibe. Color Palette – Bright colors representative of the rainbow. Pathway – Urban Art, Illustration, Poster Design, Graphic Design, Painting, Typography.
Style and Content – This board represents a multi cultural palette of ethnicities and lifestyles. Trendy and artistic, is capable of communicating the brief’s message of embracing differences. This board is emotional because of the imagery and the style in which it is laid. The illustrations all connote the same emotional message that is reflective in nature. The rainbow palette is inclusive of the LGBTQ population, the text is mod in some regard while embracing the core of graffiti. The application of color is inclusive of the Rave subculture in addition to the aforementioned countercultures. If applied carefully, this palette may even work for the Goth and Hipster movements, development and testing will be the only way tell.
Moodboard 4: Tone of Voice – Historical, nostalgic, light, slightly humorous. Color Palette – Simple, clean, contemporary. Pathway – Urban Art, Illustration, Poster Design, Graphic Design, Painting, Typography.
Style and Content – This simple color palette is a good way of uniting locations and supporting the not overly trending design that will appeal to a broader audience than moodboard 1. This has a nostalgic appeal that is supportive of art history, the history of graffiti design while embracing the Hipster and Gothic countercultures by communicating different priorities with a distinct concentration in these sectors. What I like about it is the color palette and the humor but it may be a little too light to meet the brief’s requirements.
Moodboard 5: Tone of Voice – Intense, emotional, artistic. Color Palette – Rich, simple, contrasting with neutral tones. Pathway – Urban Art, Illustration, Poster Design, Graphic Design, Painting.
Style and Content – This moodboard represents a flexible design that generates a creative image that is easily recognizable and supported by the simplistic color palette. This design is not overly trendy and will appeal to the target audience more emotionally than the other boards. Highly artistic in nature as these countercultures are, in that they are all trend setters within their cultures, the structure of this board and it’s components demonstrate self confidence and has the capability of being highly emotional by use of imagery. Rich in symbolism this piece may or may not require the use of type. Development, testing and evaluation of the work will determine if this is the case.
Moodboard 6: Tone of Voice – Historical, nostalgic, serious. Color Palette – Nostalgic, rich, simple. Pathway – Urban Art, Illustration, Poster Design, Graphic Design, Painting, Typography, Screen Print, Stickers.
Style and Content – This moodboard inspired by Shepard Fairey connotes political activism, pop art, business art, with elements of graffiti. The message behind the work embraces the Marxist theory in which the development from a bourgeois oppression and the class struggle (obey) of the capitalistic structure plays a central role in accepting society’s development to a socialist and classless society. The pop art vibe and undertones of propaganda in addition are powerful but too political for the project. Although this is capable of reaching the target audience and beyond.
Moodboards 7-8: Juxtaposition of past and present. The face of homelessness is eerily similar in that it knows no boundaries and is demographically relentless. Despite its limitations, recent research describes homeless youth as a large and diverse group. Many homeless youth have multiple overlapping problems including medical, substance abuse, and emotional and mental problems.
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